Bath Rugby and Northampton Saints will kick off the new season in a rematch of last year’s Premiership final. (Patrick Khachfe/Getty Images)

Premiership Rugby, English rugby union’s top domestic competition, has today signed a new sponsorship deal with US whiskey distillery Buffalo Trace.

The distillery will use the partnership to promote its Kentucky Straight Bourbon Whiskey brand.

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The multi-year deal makes Buffalo Trace the official spirits partner for the 2024-25 Premiership Rugby season, making the bourbon the first whiskey brand to do so.

As part of the agreement, Buffalo Trace will create fan activations and share exclusive player content throughout the season in addition to social media and broadcast promotions.

The bourbon will also be available at all clubs in the league across the nation in both hospitality and food and drink concessions.

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Laura Edwards, managing director of Buffalo Trace UK, said: “Our landmark partnership with Premiership Rugby provides our business with an incredible platform to continue the exponential growth of the Buffalo Trace brand in the UK market.”

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The deal comes quickly after the Premiership renewed its title sponsorship deal with insurance firm Gallagher for another three seasons.

The tie-up also expands Buffalo Trace’s sports sponsorship portfolio, which includes a recently extended deal with European golf’s DP World Tour to become its first new official marketing partner and the official whiskey partner.

The new Premiership season gets underway on Friday with Bath Rugby taking on Northampton Saints in a rematch of last year's final, and Newcastle Falcons facing Bristol Bears.